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It scrutinized the variations present in these websites in terms of basic layout and design features and the use of multiple modes of representation to create desired effects. Present study investigated the semiotic resources exploited by the homepages of the official websites of top rated HEC recognized public and private universities of Pakistan with an aim to explore the tactics used to enhance the interactivity level of these websites and to attract the audience.
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This fascinating insight into linguistic landscapes in Asia will be of interest to researchers, students and policy makers in sociolinguistics and applied linguistics anywhere in the world.
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It is within this perspective that the presence and salience of English in the LL of the countries along with the use of the Asian languages is analyzed and understood, shedding light on how Asian heritage languages and cultures are preserved and/or certain identities in the times of political unrest or economic development are expressed. Part III investigates how LL is utilized as a site for constructing identities to pursue socioeconomic, political and cultural goals. Part II examines minority languages, demographically and socio-politically established in the countries, shedding light on the role of LL that plays in both their minorization and revitalization processes.
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Part I looks into how globalization and its accompanying forces and influences-such as the importance of English in socioeconomic mobility-come into contact with local Asian cultures and languages. Spanning Malaysia, Singapore, Vietnam, Indonesia, the Philippines, Hong Kong, Taiwan and China, the chapters explore how different individuals and collectivities use semiotic resources in different spaces-schools, airports, streets and shops as well as online platforms-to reinforce or contest existing social structures, bearing strong implications for language maintenance and cultural revitalization, construction of ethnolinguistic and national identities, and socioeconomic mobility. They are also important in allowing documents to form a complex self-referential information infrastructure.Īnchored within current issues and debates in the field of Linguistic Landscape (LL) scholarship, this edited volume is concerned with politics of language and the semiotic construction of space in multilingual and multi-ethnic Asian countries. The affordances of these multimodal structures allow complex processes and social relations to be abstracted, fragmented and treated as things. Our focus is on the important role played by lists, bullet points and tables and how these are central to decoupling language from work processes and so legitimizing this marketized discourse. What is the role of language in the shift to the way these activities are internally organized, managed, run and evaluated in terms of productivity and market-based principles? In this paper we analyse a chain of documents taken from a wider corpus of management documents in Swedish universities to show how this language recontextualizes the practices of teaching and research. But less is known about the processes whereby this language enters the everyday practices of these institutions through documents that are used to manage teaching and research. In critical discourse analysis, we have learned much about the nature of the marketized language that now dominates public institutions such as universities, playing a role in changing their identities.